Webtrends Webinar Slides: Mobile Measurement--Mission Critical
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Webtrends Webinar Slides: Mobile Measurement--Mission Critical

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This is the slide deck from the August 30, 2011

This is the slide deck from the August 30, 2011

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Webtrends Webinar Slides: Mobile Measurement--Mission Critical Webtrends Webinar Slides: Mobile Measurement--Mission Critical Presentation Transcript

  • Mobile Analytics: Mission CriticalWhy Effective Measurement Is a Foundation forSuccessful Mobile Programs © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED. 1
  • Agenda• Problem Definition• Eradicating Data Silos• Mobile as a part of Digital eCRM• Mobile Measurement • Maturity Scale • What Should be Measured? • Taking a 360º approach• Case Studies – Brands Who Understand Importance of Measurement• Q&A © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED. 2
  • IAB Study on Mobile Study undertaken by Ovum. Published July 2011 • Over 50% stated that they are treating mobile as integral to advertising strategy • 35% revealed they will increase spend by over 50% • 60% revealed smartphones are a high priority • 31% stated they are actively developing tablet apps • 69% stated their largest frustration is lack of standardized metrics/measurement. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED. 3
  • Mobile Program Measurement – Current State 63% Don’t Know or Haven’t Measured © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • OCT 2010 - Thomas Husson – Mobile StrategyAPR 2011 – Joe Stanhope – Mobile Measurement Imperative•Less than 1/3 of global brands have developed a mobile strategy.•2/3rds have no real measurement or analytics in place•Data not being used to inform strategy or enhance mobile UIs.•Analysts termed this a key impediment to success in this channel.•Smartphone & tablet explosion and rapid growth of mobile dataservices only aggravating issue and creating an “imperative” © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Aberdeen Study – Current StateDownload this reporthttp://trnd.me/q4q5Ua © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED. 6
  • Aberdeen Study – Current StateDownload this reporthttp://trnd.me/q4q5Ua © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED. 7
  • Was last year 2010 or 1999? Mandate “I don’t know what a n APP website is, but I know I need to have one.” Experimentation © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • 38% aredissatisfiedwith brandedapps …Source: EffectiveUI 2010 © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Mobile as a Part of Digital eCRM © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Eradicating Silos - Consumer Centric Marketing Media/Channel Silos Consumer Centric View Mobile Social Mobile Site Social Site Email Search Search Email Display Display © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Breaking Down Mobile Silos – informing eCRM Email WWW Analytics eCRM Database Social Media Search Display Mobile Offline/Direct Response © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Mobile Measurement Maturity Model © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Mobile Measurement Challenges• Complex array of devices to • Some web based analytics track solutions are architected – Feature phones around WWW capabilities – Smartphones – Tablets • Limited number of variables – QMDs that platform capable of• Mobile data exists in silos tracking• Cookies/tags not supported in • Ability to import & export data non smartphone universe from analytics platform• Online/offline data collection • Ability to monetize specific schemes required conversion events often• Absence of industry limited performance benchmarks © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Mobile Measurement Maturity Scale Adoption as Usage and Effectiveness Number of Engagement and optimization Downloads © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Essential Channel Measures Adoption – App downloads – Site or app visitors Adoption – App usage (% of DL) – SMS subs Engagement – Frequency (visits/visitor) – Depth (events/visitor and duration) Engagement – Retention rate (% returning) – Message response history Effectiveness – Objective oriented conversions Effect – High value activities © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Planning Mobile Measurement • Start early • Involve stakeholders • Think about distribution and format Usage Rate • Find means to measure ALL mobile traffic/interactions • Focus on critical measures • Must first understand existing mobile traffic to site © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Demonstrate the Value of the Mobile Channel • Baseline performance • Understand existing mobile traffic/behaviors • Compare channels • Monetize actions • Allow Appropriate depth • Discover optimization opportunities © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • SMS/MMS Messaging Metrics: Standard Carrier Data • Timestamp: The date and time the message was delivered • MSISDN: The phone number of the participating end user • Operator: The carrier network associated with the phone # • Prefix: The keyword associated with the campaign • Short Code: The short code the campaign is running on • Price Point: The price point associated with each message Standard SMS Traffic Log Report • MT Count: The number of messages delivered • Request: The actual message sent from the end users handset • Response: The actual message delivered to the handset • Message State: The state of the final message (i.e. Message Delivered, Sent to Aggregator, etc) SMS Analytics © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Measuring Mobile Website Traffic• Understand trend of mobile traffic to site and device composition• Insure solution measures all mobile traffic – not just smartphones• Monitor adoption and top-line performance• Assess and optimize effective drivers of traffic• Prioritize design decisions based on device information• Track engagement• End game - optimize user experience, prioritize resources – drive conversion! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Build an App – What Platform(s) to Prioritize? © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Optimize Tracking for Native Apps • Integrate of tracking methods into applications • Create standard and custom events • Solution should provide auto-queuing for optimal performance and offline capture • Should allow for visitor identification and opt-out options © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Case Studies – Brands that Get It © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • FandangoFandango is continuously improving their app by focusing on developing anunderstanding of customer acquisition, interest in movies, theater locations, andtracking conversion through app purchase process. © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • “One of the key benefits delivered by the metrics was the ability to confirm that we wereon the right track. There always needs to be some level of intuition but Webtrendshelped us to eliminate the grey areas and the guesswork.”Mark Challinor, Director of Mobile, Telegraph Media Group © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • With the viewing and readership data that Webtrends captures as users enjoymagazines online and offline, we are able to continuously improve the relevance andutility of our offering to keep subscribers increasingly engaged over time.”Jeanniey Mullen, CMO of Zinio © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Planning for success in mobile marketing• Build a mobile measurement strategy that aligns your objectives to measurable activity.• Provide guidance and best practices to agency/technology partners to ensure you are collecting and reporting on the right data.• Use this data to identify opportunities to improve your mobile marketing programs and user experience.• Treat mobile as key part of digital eCRM and not some stand alone medium!• If your agency or technology partners cannot show program measurement that goes beyond downloads or page views then don’t undertake campaign!• Make Measurement a Central Part of Every Mobile Program! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • Thank You Michael Ricci Vice President – Mobile mike.ricci@webtrends.com @MobileNTRactv http://www.facebook.com/webtrendsmobile http://www.youtube.com/webtrends © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
  • About Webtrends• Founded the web analytics industry in 1993 and recognized as undisputed global leader in digital (web, social, mobile) analytics• HQ in Portland and offices in London, Sydney, Tokyo, Paris, Milan, Beijing & Singapore• Help our customers turn data into insights and understand customer behavior across a broad array of digital channels• Industry’s leading mobile analytics solution which effectively brings together mobile web, applications, and a host of other key mobile data into one comprehensive platform• Partner of choice for some of the leading brands in mobile today © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.